| Summary: | Internet, sex and secret are a triad that launches many methodological and ethical challenges for those who conduct researches in the digital media field requiring reinvention of already consolidated techniques. On Ashley Madison website, which is oriented to promote dates between married people, I became immersed in the dynamics of these relations in which the tension among new communication technologies, masculinities, conjugalities and affections market led me to discuss the researcher's place and role as interlocutor and confident; being aware of the emotional dimension of media proved to be a crucial factor on the production of discourse and of the evident textualization of oneself.
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